PEW INTERNET & AMERICAN LIFE PROJECT 1615 L ST., NW – SUITE 700 WASHINGTON, D.C. 20036
202-419-4500 http://www.pewinternet.org/
Summary of
Findings
Eight percent of internet users, or about 12 million American adults, keep a blog. Thirty-
nine percent of internet users, or about 57 million American adults, read blogs – a
significant increase since the fall of 2005.
First, as part of our standard random-digit dial tracking surveys about internet use among
a nationally-representative sample of American adults, we asked respondents if they
maintain a blog. Then, we called back these self-identified bloggers between July 2005
and February 2006. Seventy-one percent of those called back completed this second
telephone survey, which focused exclusively on blogging. The remaining 29% said they
were no longer keeping a blog or were not willing to take another survey, and we
eliminated them from the callback interviews. This strategy yielded a relatively small
number of respondents (n=233) but allowed us to ask in-depth questions of a nationally-
representative sample of bloggers. Numbers cited in this report are based on the callback
survey unless specifically noted.
Our second strategy for preparing this report involved fielding additional random-digit
surveys between November 2005 and April 2006 to capture an up-to-date estimate of the
percentage of internet users who are currently blogging. These large-scale telephone
surveys yielded a sample of 7,012 adults, which included 4,753 internet users, 8% of
whom are bloggers.
This Pew Internet & American Life Project report is based on the findings of daily tracking surveys on Americans' use of the internet
and a special callback survey of bloggers. All numerical data was gathered through telephone interviews conducted by Princeton
Survey Research Associates. The tracking surveys were conducted between November-December 2005 and February-April 2006,
with a combined sample of 7,012 adults, aged 18 and older. For results based on internet users (n=4,753), one can say with 95%
confidence that the error attributable to sampling and other random effects is +/- 3%. For tracking survey results based on bloggers
(n=308) the margin of error is +/- 7%. The blogger callback survey was conducted between July 5, 2005, and February 17, 2006,
among a sample of 233 bloggers, age 18 and older. The margin of error for this sample is +/- 7%.
Pew Internet & American Life Project, 1615 L St., NW, Suite 700, Washington, DC 20036
202-419-4500 http://www.pewinternet.org
Summary of Findings
Entertainment-related topics were the next most popular blog-type, with 7% of bloggers,
followed by sports (6%), general news and current events (5%), business (5%),
technology (4%), religion, spirituality or faith (2%), a specific hobby or a health problem
or illness (each comprising 1% of bloggers). Other topics mentioned include opinions,
volunteering, education, photography, causes and passions, and organizations.
The blogging population is young, evenly split between women and men,
and racially diverse.
The following demographic data comes from two surveys of internet users conducted in
November-December 2005 and February-April 2006 (n=7,012).
The most distinguishing characteristic of bloggers is their youth. More than half
(54%) of bloggers are under the age of 30. Like the internet population in general,
however, bloggers are evenly divided between men and women, and more than half
live in the suburbs. Another third live in urban areas and a scant 13% live in rural
regions.
Another distinguishing characteristic is that bloggers are less likely to be white than
the general internet population. Sixty percent of bloggers are white, 11% are African
American, 19% are English-speaking Hispanic and 10% identify as some other race.
By contrast, 74% of internet users are white, 9% are African American, 11% are
English-speaking Hispanic and 6% identify as some other race.
52% of bloggers say they blog mostly for themselves, not for an audience. About
one-third of bloggers (32%) say they blog mostly for their audience.
The main reasons for keeping a blog are creative expression and sharing
personal experiences.
The majority of bloggers cite an interest in sharing stories and expressing creativity. Just
half say they are trying to influence the way other people think.
Bloggers are avid consumers and creators of online content. They are
also heavy users of the internet in general.
Fully 79% of bloggers have a broadband connection at home, compared with 62% of all
internet users. This high-speed access translates into heavy media consumption and
creation.1 For example:
95% of bloggers get news from the internet, compared with 73% of all internet users.
77% of bloggers have shared their own artwork, photos, stories, or videos online,
compared with 26% of all internet users.
64% of bloggers say they go online several times each day from home, compared
with 27% of all internet users.
Bloggers are major consumers of political news and about half prefer
sources without a particular political viewpoint.
72% of bloggers look online for news or information about politics; by contrast, just
58% of all internet users do so.
45% of bloggers say they prefer getting news from sources that do not have a
particular political point of view; roughly the same percentage of the general internet
population agrees.
24% of bloggers prefer political news from sources that challenge their viewpoint;
and 18% choose to use sources that share their political viewpoint. Again, bloggers’
responses are similar to those of the general internet population.
Bloggers often use blog features that enhance community and usability.
Community-focused blogging sites LiveJournal and MySpace top the list of blogging
sites used in our sample, together garnering close to a quarter (22%) of all bloggers.
Features such as comments, blogrolls, friends lists, and RSS feeds on these and other
blogging sites facilitate a sense of community and offer readers additional ways to
receive and interact with the blog’s content.
1
The overall blogging with broadband number and general population comparison are drawn from December
2005 and February-April 2006 Pew Internet telephone surveys.
Summary of Findings
Acknowledgements
Part 1. Introduction
Part 5. Audience
Methodology
On behalf of the Pew Internet & American Life Project, the authors would like to
acknowledge the contributions to this study by the following people:
Niki Woodard, a research intern for the Project, contributed a literature review and
editorial insights.
About the Pew Internet & American Life Project: The Pew Internet & American Life
Project produces reports that explore the impact of the internet on families, communities,
work and home, daily life, education, health care, and civic and political life. The Project
aims to be an authoritative source on the evolution of the internet through collection of
data and analysis of real-world developments as they affect the virtual world. Support for
the project is provided by The Pew Charitable Trusts. The project is an initiative of the
Pew Research Center. The project's website: www.pewinternet.org
About Princeton Survey Research Associates: PSRA conducted the survey that is
covered in this report. It is an independent research company specializing in social and
policy work. The firm designs, conducts, and analyzes surveys worldwide. Its expertise
also includes qualitative research and content analysis. With offices in Princeton, New
Jersey, and Washington, D.C., PSRA serves the needs of clients around the nation and
the world. The firm can be reached at 911 Commons Way, Princeton, NJ 08540, by
telephone at 609-924-9204, by fax at 609-924-7499, or by email at
ResearchNJ@PSRA.com
Introduction
We find that bloggers blog for many different reasons – some blog to exercise their
creative muscles, others want to motivate or influence others. Bloggers may want to stay
in touch with family and friends, others want to network and meet new people. Bloggers
may use their blog as a way of documenting ideas and events and storing them for later
retrieval, while others view it as a way to share, to entertain, and even to earn a living.
Some observers have suggested that blogging is nothing more than the next step in a
burgeoning culture of narcissism and exhibitionism spurred by reality TV and other
elements of the modern media environment. But others contend that blogging promises a
democratization of voices that can now bypass the institutional gatekeepers of
mainstream media. This democratization is thought to have implications for the practice
and business of journalism as well as the future of civic and political discourse.
The Pew Internet & American Life Project wanted to explore the questions of who, what,
where, when and how of blogging by going directly to the source – bloggers themselves.
This report details the findings of a callback telephone survey of bloggers conducted over
approximately six months in 2005-2006. In standard internet tracking surveys of
nationally representative samples of American adults by the Pew Internet & American
Life Project, a question is asked of all internet users about whether they maintain a blog.
Once several hundred bloggers were identified in those standard surveys, the bloggers
were called back and asked questions about their specific motivations, their blogging
behaviors, the content of their postings, the features on their blogs, and their views about
the impact of their blogs.
The blogging population is young, evenly split between women and men,
and racially diverse.
According to random-digit dial surveys conducted in the spring of 2006, 8% of internet
users age 18 and older, or about 12 million American adults, report keeping a blog.
According to a random-digit dial survey conducted in January 2006, 39% of internet
users age 18 and older, or about 57 million American adults, report reading blogs. 2 And
as described in the Pew Internet Project’s Teen Content Creators and Consumers report,3
19% of internet users age 12-17 keep a blog and 38% of online teens read blogs.
Bloggers are overwhelmingly young adults who hail from urban and suburban areas.
They are evenly divided between men and women. Bloggers are less likely than internet
users to be white. 4
More than half (54%) of bloggers are under the age of 30, and about another third (30%)
are between 30 and 50. Just 14% of bloggers fall in the 50 to 64 age group and a tiny 2%
are 65 or older. In comparison, only 24% of internet users are age 18-29. Nearly half of
internet users (45%) are age 30 to 49 and another quarter (24%) are age 50 to 64. About
7% of internet users are 65 or older.
More than half (51%) of bloggers reside in suburban areas, similar to the 54% of internet
users who live in the same type of community. Another third (36%) of bloggers live in
urban areas, and few bloggers (13%) reside in rural regions, in both cases reflecting a
similar distribution of internet users (30% and 16% respectively).
Bloggers are less likely to be white than internet users. While 60% of bloggers are white,
11% are African American, 19% are English-speaking Hispanic and 10% are some other
race or ethnicity. By contrast, among internet users 74% are white, 9% are African
American, 11% English-speaking Hispanic and 6% are some other race or ethnicity.
2
Please note that the question wording for the February-April 2006 survey was slightly different from the
wording used to gather sample for our Blogger Callback survey throughout 2004 and 2005. In the February-
April survey, the question was as follows: “Do you ever create or work on your own online journal or
weblog?” The previous question was “Do you ever create a weblog or blog that others can read on the Web?”
Given the rapid growth in the blogosphere, we felt it important to report the most recent data.
3
Please see http://www.pewinternet.org/PPF/r/166/report_display.asp
4
Data for this section of the report comes from our February-April 2006 Tracking surveys. The n for bloggers is
175, and margin of error is +/- 8%. The n for internet users is 2,822 and the margin of error is +/- 2%.
On a typical day, 84% of bloggers go online, a higher daily participation rate than the
general population of home broadband users (78%) and other internet users age 18-29
(66%). Sixty-four percent of bloggers say they go online several times a day from home,
outstripping both their high-speed counterparts and young internet users in the general
internet user population. Thirty-nine percent of home broadband users and 34% of
internet users age 18-29 go online several times a day. By comparison, 27% of all
internet users go online from home several times a day.
There is no significant difference between bloggers and other internet users when it
comes to frequency of use at work or other places. About four in ten internet users go
online several times a day at work and a very small group (about 5%) goes online several
times a day from someplace else, like an internet café or library. Interestingly, bloggers
are less likely than the rest of the internet population to volunteer that they “never” go
online from someplace else – 34% of bloggers vs. 55% of all internet users.
Bloggers also gather news from diverse sources. Fifty-five percent of bloggers get news
from email newsletters or list-servs and 34% do so on a typical day. By comparison, 48%
5
Pew Internet & American Life Project February-April 2006 survey.
6
Pew Internet & American Life Project January-February 2006 survey.
of home broadband users get news from an email newsletter; 29% of home broadband
users do so on a typical day.
Online News
Do you ever… Bloggers All Internet Users
Get news from the internet 95% 73%
Look online for news or information about
72 58
politics or political campaigns
Get news from email newsletters or listservs 55 29
Get news from a blog 47 9
Source: Bloggers data is from the Pew Internet & American Life Project Blogger Callback Survey, July
2005-February 2006. N=233. Margin of error is ±7%. For the question pertaining to campaign news,
internet user data is from the Pew Internet Project November 2004 survey. N=1,324. Margin of error is
±3%. For the question pertaining to listservs, internet user data is from the Pew Internet Project June-
July 2004 survey. N=1,510. Margin of error is ±3%. For other questions the internet user data is from
the Pew Internet Project December 2005 survey. N=1,931. Margin of error is ±2%.
Not surprisingly, about half of bloggers turn to blogs as a source for news. Forty-seven
percent of bloggers say they have gotten news from blogs and 26% do so on a typical
day. By comparison, 9% of internet users say they have gotten news from blogs and 3%
do so on a typical day.
Bloggers are also pretty typical of the rest of the internet population when it comes to
their motivations for reading news online. Forty-two percent of news-reading bloggers
(and 40% of all online news readers) say they go online to get news and information
because it is more convenient. Twenty-eight percent of news-reading bloggers (and 29%
of all online news readers) say they get news online because they can get information
from a wider range of viewpoints on the Web. Nine percent of news-reading bloggers
(and 24% of all online news readers) say they get news online because they can get more
in-depth information on the Web. Eighteen percent of news-reading bloggers (and 2% of
all online news readers) say their reasons are a combination of all three choices.
Newspapers, television, and radio are also part of bloggers’ daily news
diet.
Bloggers are also avid consumers of off-line sources of news and information, but no
more so than other internet users. On a typical day, bloggers are about as likely as other
internet users to get news from newspapers, TV, magazines, and the radio. Eighty-five
percent of both groups (internet users and bloggers) read newspapers and about half do so
on a typical day. About nine in ten internet users, and the same share of bloggers, watch
television news and between two-thirds and three-quarters do so on a typical day. A bit
more than half of both groups read magazines for news and about one-quarter do so on a
typical day. Three-quarters of both groups listen to radio news and about half do so on a
typical day.
Bloggers also like to create and share what they make. Forty-four percent of bloggers
have taken material they find online – like songs, text, or images – and remixed it into
their own artistic creation. By comparison, just 18% of all internet users have done this.7
A whopping 77% of bloggers have shared something online that they created themselves,
like their own artwork, photos, stories, or videos. By comparison, 26% of internet users
have done this. 8
Bloggers are likely to have the gadgets to support their online proclivities for social
interaction and creativity. Fully 89% of bloggers have used a cell phone in the past month
and 78% have used a digital camera during that time. Fifty-six percent of bloggers have
used a laptop computer equipped with a wireless modem in the past month and 47% have
used an iPod or MP3 player. Bloggers are not as likely to have used a PDA, like a Palm
Pilot or pocket PC – just 28% say they have done so within the past month.
7
Pew Internet & American Life Project January-February 2005 survey.
8
Pew Internet & American Life Project November-December 2005 survey.
For most, blogging is a hobby, not an activity that consumes their lives.
When asked “What does your blog mean to you?” the largest group of bloggers (44%)
replied that their blog is “something I do, but not something I spend a lot of time on,” a
point that meshes with the findings that bloggers do not update their blogs very
frequently and do not spend much time updating their blogs in any given week. Only
13% of bloggers post new material every day. The typical blogger spends five hours per
week updating his or her main blog. Another sizable contingent of bloggers (40%)
describes blogging as a hobby that they enjoy working on when they can. There is a
smaller core of devoted users, just 13%, who say that their blog is very important to
them, and describe it as a big part of their life.
Not surprisingly, those who say blogging is an important part of their life are more apt to
update their blog frequently. This small group is also more likely to earn money from
their blog, via advertisements, tip jars or paid content, and to consider their blog a form of
journalism.
Three in four bloggers (77%) told us that expressing themselves creatively was a reason
that they blog. Younger and lower-income bloggers were more likely than other groups
to give this as a reason to blog. Similarly, most bloggers (76%) say that they blog to
document their personal experiences and share them with others. Younger users were
among the most likely to say that they blog to document and share their lives.
Bloggers are also anxious to share what they know with others. Fully 64% of bloggers
say that they blog to share practical knowledge or skills with others. Older bloggers (age
50-64) are the most likely group to say this is a reason to keep a blog.
More than six in ten bloggers (61%) say they blog to motivate other people to take action,
and a similar percentage say they blog to entertain. Older, wealthier bloggers are more
likely to list motivating others as a major reason to blog. Men are more likely than
women (67% to 52%) to say that they blog to entertain people.
Another 60% of bloggers say they blog to keep in touch with family and friends. Women
who blog and younger bloggers (age 18-29) are more likely than other groups to say that
keeping in touch is a major reason for blogging.
About half of all bloggers say they blog to network or meet new people, and half say they
blog to influence the way other people think. Younger bloggers (age 18-29) and lower
income bloggers are more likely than other groups to say they blog to meet new people.
Male bloggers are more likely than female bloggers to blog to influence others.
About half (48%) of bloggers say they use their blog as a storage site or memory device.
Older bloggers (over age 50) are more likely than younger bloggers to say that storing
resources or information that is important to you is a main reason they publish their blog.
The least common reason people blog is to make money. Only 15% of bloggers report
this as a reason for their blog-keeping, and just 7% call making money a major reason.
Bloggers over age 30 are more likely than younger bloggers to give making money as a
reason to blog.
Entertainment-related topics were the next most popular blog-type, with 7% of bloggers,
followed by sports (6%)—a topic favored by more men than women—general news and
current events (5%), business (5%), technology (4%), religion, spirituality or faith (2%),
a specific hobby or a health problem or illness (each comprising 1% of bloggers). Other
topics mentioned include opinions, volunteering, education, photography, causes and
passions, and organizations.
The news media also prove inspirational as 55% of bloggers report that they often or
sometimes post because of something they heard or read in the news media. Bloggers
frequently inspired by the news media tend to identify politically as Democrats or
Independents. Republicans are also inspired to blog by the news, but less often than the
other two groups. Other people’s blogs also instigate blog postings, with more than half
of all bloggers (54%) reporting that something they read on another blog inspired a post.
Entertainment media also stimulates the creative juices of bloggers – four in ten (40%)
bloggers have often or sometimes posted because of a song, movie or television program
they encountered. Younger bloggers (age 18-29) and those with lower levels of education
are more likely than other groups to be inspired to post by entertainment media. And
close to a third of bloggers are inspired by something else: religious faith, books they
have read, holidays or seasons, or the experiences of others.
Half of bloggers keep one blog and most do not share authorship with
anyone else.
There is not necessarily a one-to-one relationship between bloggers and blogs. A little
more than half of all bloggers (53%) have just one blog, but another 17% have two blogs,
and 26% author three or more. Of bloggers who report having more than one blog, more
than half (61%) say that they have three or more blogs. Not surprisingly, bloggers with
more blogs report spending more hours per week on average tending their blogs than do
single-author bloggers. It is also not clear whether all of the blogs of multi-bloggers are
currently active.
In addition to individual bloggers with multiple blogs, sometimes a single blog has
multiple authors. Nearly three in ten bloggers say that their primary blog is a multi-author
blog. Seven in ten say that they are the only author of their main blog.
Bloggers who are the sole author of their blog are more likely to report that they blog for
themselves rather than for the benefit of their audience. On the other side, bloggers who
post on group blogs are more likely to report that they blog more for their audience than
for themselves.
this question, we asked bloggers whether they engage in practices generally associated
with journalism: directly quoting sources, fact checking, posting corrections, receiving
permission to post copyright material and linking to original source materials outside of
the blog.
Overall, the most frequently reported journalistic activities are spending extra time
verifying facts included in a posting, and including links to original source material that
has been cited or in some way used in a post. Just a bit more than a third of bloggers
(35%) say they have done these two activities “often.” Another 22% say that they
“sometimes” engage in these practices on their blog. Verification of facts was more
likely to be reported by bloggers over age 30 and those with a college degree. Those with
greater levels of education were more likely to link to original source material than those
with less formal education.
Just one in seven (15%) bloggers say they quote people or other media directly on their
blog “often,” and another 12% of bloggers say they often seek permission before posting
copyrighted material to their blog. Conversely, more than two in five bloggers say they
“never” quote sources or other media directly in their blog. Women who blog, younger
bloggers, and those with less education are more likely than other groups of bloggers to
report “never” quoting directly. Just 11% of bloggers often post corrections on their blog.
In our sample, 13% post daily or more frequently. Bloggers who have had a personal
website in the past are more likely to post material daily to their blog, as are bloggers who
report higher than average levels of blog traffic.
The typical blogger spends about two hours per week on their blog.
On average, bloggers do not spend a great deal of time on their blogs. Six in ten bloggers
(59%) report spending one to two hours a week on their blog, and another quarter spend 3
to 9 hours a week blogging. One in ten (10%) spend ten or more hours a week tending
their blog. Six percent did not answer the question or did not know how many hours they
spent per week. Younger bloggers, despite being more likely to keep a blog, generally
spend fewer hours per week working on their blog.
9
“Popular” here is defined based on the Technorati designation of the top 100 blogs, which measures popularity
through the number of inbound links to a blog.
Bloggers who spend the least amount of time per week on their blog tend to be the sole
author of a single blog and update it mainly for their own enjoyment. Bloggers who
spend the most time per week on their blogs (ten or more hours) are more likely to say
that lots of bloggers link to their blog.
Higher income users are more likely than other groups to say that they blog from work.
Thirteen percent of those living in households with more than $75,000 annual income say
they blog from work, compared with 3% of those living in households with annual
incomes totaling less than $50,000.
10
According to Technorati, a website that has monitored a large segment of the universe of blogs since March
2003, the number of blogs doubles approximately every 5 to 6 months.
http://www.sifry.com/alerts/archives/000432.html
Among the various blogging software options, there are some demographic differences
among their users. LiveJournal users are more likely to be female (22% of all female
bloggers in our sample used LiveJournal compared with only 7% of the males) and
young – nearly one in five of our 18-29 year old bloggers used LiveJournal. Blogger had
more than its share of college graduates with 13% of college-educated bloggers using
Blogger and 12% using LiveJournal as compared with 4% of bloggers with college
degrees who use MySpace and 2% who use Xanga. MySpace has a larger share of
bloggers who have not yet continued their education past high school.
Text dominates most blogs, but one-third of bloggers post audio files.
As might be expected, writing rules the blogosphere, but bloggers also communicate by
sharing a wide array of multimedia content. Most bloggers post text to their blog, in the
form of essays, articles or written entries; four out of five bloggers (80%) post text to
their blog, but nearly as many (72%) display photos on their blog.
Nearly half of all bloggers (49%) say they have posted images other than photos to their
blog – items such as drawings, graphs or clip art.
Close to a third (30%) of bloggers had posted audio files to their blog and another 15%
vlogged, or posted video files to their blog. Bloggers who have more than one blog,
bloggers who contribute to group blogs and bloggers who report working on their blog
three or more hours a week are more likely than other bloggers to post audio and video
files to their site, as well as drawings, graphs or clip art.
Selling items is the most popular way for this group of bloggers to raise money. About
seven in ten bloggers who make money do so by selling things on their site. Bloggers can
sell items branded with their own logo or sentiment through fulfillment sites such as
CafePress.com or they can join something akin to the Amazon Associates program that
allows individuals who recommend an item for sale on the Amazon site to receive a
small payment every time someone uses the link the individual provides to purchase the
recommended item.
Blog advertisements are another popular way for bloggers to earn money; about half of
money-earning bloggers do so through ads. About a third of money-earning bloggers say
they get cash from online “tip jars” where readers can leave donations, either through
PayPal or another online payment source. Premium content, which readers must pay for,
is a source of income for about one in five money-earning bloggers.
Bloggers with broadband at home are more likely than those with dial-up connections to
say they will continue blogging into next year. Not surprisingly, long-time bloggers are
more likely than newcomers to say they will continue, as are bloggers who maintain two
or more blogs. Bloggers who say they write mostly for an audience are more likely than
those who write mostly for themselves to say they will still be blogging a year from now.
Audience
Despite a blogger’s often private sense of the nature of his or her blog, the act of keeping
a blog (unless password protected or otherwise locked down) is an inherently public act.
Blogs are generally kept so that they may be read by others, yet the audience of a
particular blog is technically nearly impossible to measure. While Web servers have
traditionally collected information about who or what visits them, in this day and age of
RSS feeds, many blog readers who might have been counted by server or site traffic logs
are now obscured behind the single visit of an RSS feed reader’s URL or IP address.
But we do have a good idea of the size of the general blog-reading population. In
February 2004, the Pew Internet Project added a question to our internet activity survey:
“Do you ever read someone else’s web log or blog?” At that time, 17% of internet users
said yes. Since then, the percentage of blog readers has increased to 39% of internet
users, or about 57 million American adults.11
11
Based on January 2006 and February-April 2006 survey data.
12
This assumes the software the blogger uses provides site traffic logs or that a secondary counting application
has been installed, which is often not the case.
13
For some bloggers, a different term is used to refer to a list of links to other blogs. For example, with
LiveJournal, the list of links is titled “Friends” and may appear on a separate internal page, often with
biographical information about the blogger. On Xanga, the same list is called “subscriptions,” and appears on
the side of the main blog page.
Given the fact that many types of simple blogging software do not incorporate traffic
statistics into their blogging packages, it is not surprising that nearly half of the bloggers
in our sample (47%) say they do not know their traffic statistics. One in five bloggers
(22%) say they have fewer than ten hits a day in blog traffic, and 17% say they have 10 to
99 hits on a typical day. Just 13% have more than 100 hits a day, though a handful in this
group has much larger traffic levels.
Of the bloggers who do know their traffic, male bloggers in our sample are more likely to
report higher average levels of traffic. The 10 highest self-reports of blog traffic were all
by male bloggers.14
Most bloggers post material for themselves, but one-third blog mostly to
engage their audience.
When asked whether they blogged for themselves or for their audience, more than half of
bloggers (52%) responded that they blog for themselves. About a third (32%) of bloggers
blog mostly to entertain or engage their audience, and another 14% volunteered that they
blogged for both themselves and their audience equally. About one percent say that
neither personal motivation nor the idea of an audience motivated them.
Many bloggers who say they blog “for themselves” truly do—these bloggers report lower
numbers of daily hits than other bloggers.
Work colleagues, coworkers and bosses were another source of comment or recognition
of a blog (though whether the recognition was positive or negative was not asked), with a
bit more than a third (35%) of all bloggers hearing mention of their blog from this group.
Another 20% of bloggers have received attention for their blog from members of their
local community.
14
A further complication to fully understanding blog traffic--the term “hit” used in the survey question is one
which can have a variety of meanings depending on the Web traffic software that a blogger uses, and does not
generally represent individual unique visitors to a Web server or site.
Precious few bloggers achieve the kind of attention – very public, and perhaps nationally
or internationally influential – that may come from political figures or the news media.
Just 10% of bloggers have received attention from public officials, political campaigns or
politicians. Nine percent of bloggers have had their blog mentioned by the news media.
In many ways it is not surprising that so few blogs have achieved major recognition
politically or in the media. As Clay Shirky points out in his essay, Power Laws, Weblogs
and Inequality,15 traffic to blogs builds unevenly, and those who garnered traffic early in
the history of blogging for whatever reason will tend to continue to gain traffic over time,
while newer blogs will have a harder time earning the same amount of traffic.
Female bloggers and younger bloggers (age 18-29) are more likely than men or other age
groups to say that mostly people they know personally read their blog. People whose
blogs are read mostly by strangers are generally male, age 50 or older, and live in higher-
income households.
Bloggers who read other people’s blogs are likely to check in at least a few times per
week: 19% read someone else’s blog several times a day; 16% do so about once a day;
and 16% do so three to five days per week. One in five bloggers who read other blogs
say they do so every couple of days. The rest (28%) of blog-reading bloggers say they do
so every few weeks or less.
Frequent updates to one’s own blog seem to beget frequent reading of others’ material.
Bloggers who post new material at least once a day are the most likely group to check on
other blogs on a daily basis – 61% of daily bloggers say they do so, compared with 16%
of bloggers who post weekly.
15
Shirky, Clay (2003) Power Laws, Weblogs and Inequality.
http://www.shirky.com/writings/powerlaw_weblog.html
Bloggers who say their blog is very important to them are more likely than other bloggers
to read someone else’s blog several times per day and to post comments.
Eighty-two percent of bloggers say they have posted a comment to someone else’s blog.
While male bloggers are more likely than female bloggers to not only check in on other
blogs, but to do so several times a day, male bloggers are not significantly more likely
than female bloggers to post comments. Bloggers with broadband at home are more
likely than those with dial-up to say they read other blogs and are also more likely to post
comments. Bloggers who are part of a multiple-author blog are no more likely than
single-author bloggers to read someone else’s blog, but they are more likely to post
comments (91% vs. 78%).
Four in ten bloggers have a blogroll and most keep the list to under 50
blogs.
Another way to ascertain readership is through blogrolls or friend lists, which list links to
other blogs.16 Two in five bloggers (41%) keep a blogroll on their blog, while 57% say
they do not provide such a list. Bloggers who post new material daily are more likely to
have a blogroll (70% vs. 30%).
Of those who have a blogroll, the largest percentage of bloggers have fewer than ten
blogs on their blogroll. Nearly 43% of bloggers have fewer than 10 blogs listed on their
blogroll. Another 29% say they have between 10 and 49 blogs on their link list and 18%
have 50 or more links listed. Bloggers age 18 to 29 are more likely than older bloggers to
have larger link lists.
16
Though as Amanda Lenhart has suggested in an academic paper on this topic, the mere fact of a blog being
listed on a blogroll does not guarantee that the blog owner doing the listing is actually reading the blog listed.
See Lenhart, Amanda. (2005) Unstable Texts: An ethnographic look at how bloggers and their audience
negotiate self-presentation, authenticity and norm formation. Masters Thesis, Georgetown University.
http://lenhart.flashesofpanic.com/Lenhart_thesis.pdf
A bit under half of all bloggers say their blog is listed on the blogroll of someone else.
About 46% of bloggers say their blog is on someone else’s roll, 34% say their blog is not
listed elsewhere. Another one in five bloggers (20%) say they do not know whether their
blog appears on another blogroll or not. Younger bloggers are more likely to say that
their blog is listed on someone else’s roll, as are bloggers who post material daily (78%),
or who are members of multi-author blogs (57%).
Of bloggers who know that a link to their blog appears on someone else’s blogroll, the
largest group – 29% – say that 10 to 49 other blogs link back to them. Another quarter
(27%) say that fewer than ten others link to their blog, and 19% say that more than 50
bloggers link to their blog. Another quarter say they do not know how many others link
to them.
Few offer an RSS feed, possibly because many bloggers are not aware of
the technology.
Bloggers were among the pioneers of RSS feeds, streamlining the users’ experience by
allowing them to interact with fresh content in one central clearinghouse instead of
having to visit blog after blog. Still, RSS does not have a strong presence yet, even within
the blogosphere. Only 18% of bloggers in our survey say they offered an RSS feed of
their blog. Nearly 6 in 10 (59%) say they do not have an RSS feed for their blog content,
and close to another quarter (23%) say they do not know if they had a feed, or did not
answer the question. It is worth noting that bloggers are not behind the curve when it
comes to this new technology. In a general internet-user survey conducted in May-June
2005 only 9% of internet users said they have a good idea of the meaning of the term
“RSS feeds.”
Percentage of bloggers who have been blogging for less than one year 51%
Percentage of bloggers who think they will still be blogging a year from now 82
Source: Pew Internet & American Life Project Blogger Callback Survey, July 2005-February
2006. Margin of error is ±7%.
The Blogger Callback Survey, sponsored by the Pew Internet and American Life Project
(PIALP), conducted telephone interviews with 233 self-identified bloggers from previous
surveys conducted for PIALP. The interviews were conducted in English by Princeton
Data Source, LLC, from July 5, 2005 to February 17, 2006. Statistical results are
weighted to correct known demographic discrepancies. The margin of sampling error for
the complete set of weighted data is ±6.7%.
In addition, some of the question wording in the survey may have used terms to describe
elements of a blog that are different from the terms that some bloggers use. For example,
a blogroll is also sometimes called a friends list or a subscription list. The term “hits”
used to ask bloggers about their traffic has inconsistent meaning across software
packages and thus may not accurately measure traffic to a particular weblog.
Respondents who keep a blog were eligible for the callback survey.
Sample for this survey was collected from several recent PIAL general population
surveys.17 All respondents who said they kept their own blogs were eligible for this
callback survey. Sample for the original surveys was drawn using standard list-assisted
random digit dialing (RDD) methodology.
Interviews were conducted from July 5, 2005, to February 17, 2006. As many as 10
attempts were made to contact every sampled telephone number. Calls were staggered
over times of day and days of the week to maximize the chance of making contact with
17
The survey used for callback sample were: February 2004 and 2005 Tracking Surveys; November 2004
Tracking; November Activity Tracking; January 2005 Tracking; September 2005 Tracking; the
Exploratorium Survey; Nov/Dec 2005 Tracking Survey; the Spyware Survey; and PSRAI’s Demographic
Tracking Survey.
Further details about survey methodology are available in the questionnaire associated
with this report, available at: http://www.pewinternet.org/